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Glossary – Sampling

Sampling

Nikiforov Alexander
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What is sampling?

Sampling is a method of free distribution of product samples both online and in physical stores. This method also includes providing samples as gifts with the purchase of other goods. Most often, sampling is used by manufacturers of inexpensive mass consumer goods, such as cosmetics, perfumes, costume jewelry, household chemicals, hygiene products, as well as food and beverages. Through sampling, companies can introduce customers to new offerings, strengthen trust in the brand, and increase its recognition.

Objectives of sampling

Sampling serves several key objectives that contribute to business development:

  • Attracting the target audience: A quick way to engage potential customers.
  • Increasing sales: Free samples can motivate purchases, for example, if the customer liked a perfume sample.
  • Strengthening trust in the company: The ability to try the product increases trust in its quality.
  • Enhancing brand recognition: Advertising, events, and collaboration with bloggers help make the brand more well-known.
  • Obtaining feedback: Customers share reviews about samples, allowing the identification of the strengths and weaknesses of the products.

Types of sampling

Sampling can be classified by methods of sample distribution:

  • Wet-sampling: Products are tasted directly at points of sale.
  • Horeca-sampling: Samples are offered in restaurants and hotels.
  • Dry-sampling: Samples are distributed for testing at home.
  • Pack swap: Customers can exchange used products for new ones.
  • House-to-house sampling: Products are sent by mail or left at doors.

Online sampling

With the development of e-commerce, new formats of sampling have emerged:

  • Sampling in online stores: Samples are added to orders or offered in exchange for contact information.
  • Free samples for bloggers: Products are sent to influencers for reviews.
  • Sampling of services: Free lessons and consultations to attract customers.
  • Box services: Sets of samples that introduce customers to the range of products.

How to organize effective sampling

For successful implementation of sampling, follow these recommendations:

  • Define the goal: Decide what result you want to achieve.
  • Study the target audience: Understand who your customers are and what they need.
  • Choose the products: Select interesting and accessible samples for your audience.
  • Specify the place and time: Find optimal locations and time frames for distribution.
  • Select promoters: Choose communicative and knowledgeable representatives to work with customers.

Drawbacks of sampling

Despite the advantages, sampling has its drawbacks:

  • The need for significant financial investments.
  • Challenges in organizing the distribution process.
  • Difficulties in assessing the effectiveness of promotions.